Imagine you're the director of an ensemble film. Not one of those blockbusters with a single protagonist, but a complex narrative, made up of many characters who intertwine, listen to each other, and overlap. Each has their own story, their own tone of voice, their own motivations. You, the director, have a task: to give coherence to the story, enhancing each voice without losing the overall sense of the plot. In today's marketing, listening to your audience isn't much different.